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Asda celebrates 24 years of support for breast cancer charities through its Tickled Pink campaign

October 1, 2020 08:00am
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A host of celebrities and digital talent with a personal connection to breast cancer have come together to model this year’s George at Asda Tickled Pink collection, raising money for Breast Cancer Now and their newest charity partner CoppaFeel!

Kicking off this year’s campaign, Gogglebox star Tom Malone Jnr -whose aunt and cousin have both had a breast cancer diagnosis - and his mum Julie created a TikTok-inspired dance highlighting the areas everyone should check for the signs of breast cancer, alongside a step-by-step guide on recreating the moves yourself.

A host of celebrities have recreated ‘door-traits' – taking inspiration from the popularity of doorstep portraits during lockdown – including presenter and mum-to-be Ashley James seen modelling this year’s t-shirt design on her own doorstep for the campaign. The talented DJ has been committed to bringing awareness to the cause for several years now, having previously raised funds through a sponsored half marathon and regularly champions the importance of checking for signs to her 277k followers.

Ashley is joined by Love Island’s Malin Andersson who tragically lost her mum to breast cancer three years ago, Real Housewives of Cheshire star Rachel Lugo, and Loose Women’s Brenda Edwards alongside her children who supported her through her breast cancer diagnosis. Each supporter models one of five Tickled Pink t-shirts that are now on sale in Asda Stores and online.

Further supporters of Tickled Pink this year include broadcaster Edith Bowman, presenter Gaby Roslin, Welsh Rugby Union player for the Scarlets, Wales and the British and Irish Lions Leigh Halfpenny, model & podcast presenter Georgia Jones, lifestyle influencer Lisa Dawson, TOWIE’s Amber Dowding, and the inimitable singer Beverley Knight.

The group showcase Asda’s 2020 Tickled Pink collection, which features exclusively designed t-shirts, slogan sweatshirts, pyjama sets and socks. For the first time this year the range also includes an illustrious homeware line featuring trinket dishes, make-up holders, mugs, coasters, stationery and water bottles adorned with boob prints in shades of pink and black, alongside empowering slogans and messages of support and love.

One woman every ten minutes is diagnosed with breast cancer in the UK, and whilst much progress has been made, the need for further breast cancer research, support and awareness remains as important as ever. Tickled Pink exists to help change the future of breast cancer across the UK: the campaign has raised a phenomenal £68 million over 24 years, delivering incredible impact for people affected by breast cancer. With 55,000 women and 370 men diagnosed with breast cancer every year, support is needed now more than ever. Asda Tickled Pink is committed to raising funds and breast check awareness via store fundraising, disruptive awareness campaigns, and products turning pink to support the campaign.

Funds raised by the Tickled Pink campaign have been vital for Breast Cancer Now’s world-class research and life-changing support services, such as their Helpline, there for anyone affected by breast cancer to cope with the emotional impact of the disease. Asda Tickled Pink’s educational and outreach work with CoppaFeel! aims to empower 600,000 18-24 year olds to adopt a regular boob checking behaviour by 2024. By working together, Asda Tickled Pink, together with their charity partners, will continue to make a tangible difference to breast cancer in the UK.

This year’s Tickled Pink collection will be available to buy in Asda stores across the UK and online throughout the remainder of September and October, with a percentage from each product sold going to support the important work of Breast Cancer Now and CoppaFeel!.

  • Exclusively designed women’s t-shirt £8, donation £1

  • Exclusively designed men’s t-shirt £10, donation £1

  • Look out for Tickled Pink products in store or Text ASDA to 70660 to donate £3 to Asda Tickled Pink's charity partners.

For further information please visit: asda.com/tickled-pink

For all further information contact the George team at Lee Publicity Tel: 020 7833 5885/ Email: [email protected]


Ashley James “I’m proudly supporting Asda’s Tickled Pink campaign. Charities have lost so many fundraising opportunities this year, so it’s more important than ever that we get behind them when we can. This campaign helps Breast Cancer Now fund research and care - providing life-changing support for everyone affected by breast cancer – and this year Asda introduce Coppafeel!, who prioritise awareness of the importance of regular breast checking and knowing the signs and symptoms of breast cancer. Together the charities provide support for today as well as hope for the future for breast cancer sufferers everywhere, and that’s so important.”

Georgia May Foote “I’ve been involved with Asda’s Tickled Pink campaign for the last few years now, and it’s a really special place in my heart. Any Tickled Pink product you pick up in store makes a donation towards the amazing campaign, which this year welcomes Coppafeel! as well. Thank you Asda for all you do to raise awareness and funds for a wonderful cause.”

Breast Cancer Now supporter, Rachel Lugo, says:

“I’m wearing the Tickled Pink t-shirt in memory of my mum. Losing her to breast cancer was completely devastating, and I will do everything I can to help prevent other families going through the same thing.

“I have raised awareness of this brutal disease on The Real Housewives of Cheshire and now I hope that everyone will join me in getting behind Tickled Pink as the charities need our help now more than ever.”

Breast Cancer Now supporter, Edith Bowman, says:

“My mum was diagnosed with breast cancer at the age of 50, and as a result I have a potential genetic risk of the disease. My mum is doing amazingly well and I make sure that I go for regular checks. Prevention and early detection are so important. I can’t stress enough how important it is to not only check yourself but when you get the opportunity to have a mammogram, please make sure you take it. I hope that through the Tickled Pink campaign I can help to raise awareness and encourage more women to check for the signs and symptoms of breast cancer.”

Breast Cancer Now supporter, Amber Dowding, says:

“You never expect cancer is going to happen to you or your family but my mum was diagnosed in 2016. We were all terrified and it was heart-breaking to see her going through treatment.”

“Now, I am grabbing any opportunity I can to help raise money and awareness to help people facing this disease. I want to thank everyone who is supporting Tickled Pink for helping people like my mum.”

Breast Cancer Now ambassador, Leigh Halfpenny, says:

“My family’s experience of breast cancer inspired me to become an Ambassador for Breast Cancer Now. I know from personal experience that the specialist nurses and local services, which Tickled Pink helps fund, provide an emotional support network to help you and your family live with and beyond breast cancer.”

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